Lorillard
Newport - Advertising Effectiveness
Fields
- Original File
- 83644800/83644906/MLO'S CHRONO 20000000
- Litigation
- STLO/PRODUCED
- UCSF Code
- aaa45a00
- Type
- Memorandum
- Recipient
- Spell, R.B.
- Recipient (Organization)
- Lor, Lorillard
- Site
- N73
- Date Loaded
- 11 Aug 2004
- 15 Sep 2004
- Area
- ORLOWSKY,MARTIN/OFFICE
- Author
- Orlowsky, M.L.
- Brand
- Newport
- Author (Organization)
- Lor, Lorillard
Document Images
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T68ACC0 COMPANY
MEMORANDUM
To: Mr. R. B. Spell
From: M. L. Orlowsky
Date: March 30, 2000
Subject: Newport - Advertising Effectiveness
It has been some time since we assessed the overall effectiveness ofNewport advertising.
I believe we should invest time and effort in getting a sense of the advertising's impact in
communicating the selling message to both franchise and competitive smokers, and its
competitive position vis-a-vis competitive menthol brand advertising.
In addition, upon _review of the current pool of ads we are using, we have a myriad of
copy lines, graphic looks and situations. My takeaway is that some are weak, others
appear to be cluttered, and few seem to have a consistency in offering a uniquely
interesting appeal.
The varying nature of these ads may result in an overall inconsistent message.
Consequently, we should evaluate the specific effectiveness of these ads in terms of
overall communications and appeal of various executions, along with the indication of
the appeal of the graphic formats.
M. L. O.
tlz
